THE chief executive of Wrexham FC says businesses in North Wales can help the club realise its “massive” commercial potential.

Don Bircham believes interest “from Singapore to the USA and beyond” in buying merchandise and replica kits proves how big the Dragons’ brand can become.

A tie-up with Adidas will create new opportunities and fashion lines, and a unit on Eagles Meadow could increase revenue over the Christmas period, according to Mr Bircham.

Celebrating 12 months on the Dragons’ board, he said Wrexham FC is now looking to recruit an accounts and ticket office manager, and a commercial sales manager following the departure of Phil Jones.

The Mold-based travel agency magnate, who created high-street company Just Go before taking to great success and selling it to First Choice, has big plans for the Blue Square Premier side and is awaiting the results of an application for planning permission to open a new club shop at the Racecourse stadium, now owned by neighbouring Glyndwr University.

Speaking exclusively to Business Post, he said: “The club has massive commercial potential and we are looking to capitalise on that in the coming months.

“We are looking to fill these two positions because the corporate side of Wrexham FC is something we really want to push.

“There is interest and demand out there from fans all over the world. We get people from Singapore to the USA requesting merchandise.

“We need to take advantage of these opportunities.”

Bringing in more sponsorship and attracting companies to take-up advertising boards and hospitality packages are elements he believes will be key targets of the sales manager, as well as building relationships with local business communities and networking groups.

“Both roles are important but the key one is the commercial sales manager,” said Mr Bircham.

“Enhancing that experience and looking at the retail aspect of the club is vital, and they will have the overall responsibility for promoting these things.”

He added: “As I said, our potential is massive, though we have limited potential at the ground as it is owned by the university.

“Retail is something we are really looking at though, especially leisure wear and replica kits. The away kit is coming in shortly and our new relationship with Adidas is a big bonus.”

Pouncing on the growing market for retro Wrexham FC strips and tops from past seasons is another stream the club should navigate, according to Mr Bircham.

“There is a lot of demand for retro kits from all over, and we want to pursue that opportunity,” he said.

“The club shop should be in place by Christmas and we are looking at a partnership with Eagles Meadow to take up a unit on there over the festive period. The club offices are also undergoing a transformation and we’re looking at new frontage. There are so many things happening and so much to be excited about for the club, its fans and whoever takes on these new positions.”

Speaking to the Daily Post on past occasions, Mr Bircham admitted dividing his time between his “day job” and the board had been difficult.

Now, more than 12 months on and after four months as chief executive, has anything changed?

“Not really,” he admits.

“I had thought it would be 70/30 in favour of my day job but it’s probably 70/30 the other way.

“But that’s football, it sucks you in.”

Mr Bircham added: “I believe that when you’re working hard and long hours you must remember what a privilege it is to be involved with such a fantastic football club.

“That’s the way I see it; I’m delighted to be here and see many opportunities ahead with the support of our fans, the public and businesses in North Wales and beyond.”